Have you ever stalked someone on LinkedIn and wondered how on earth they managed to land that wildly impressive job? While the internet and social media might have us believe that our ideal job is a mere pipe dream, the individuals who have these jobs were, believe it or not, in the same position once, fantasising over someone else’s seemingly unattainable job.
But behind the awe-inspiring titles and the fancy work events lies a heck of a lot of hard work. So what lessons have been learnt and what skills have proved invaluable in getting them from daydreaming about success to actually being at the top of their industry?
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Welcome to How I Got Here, where we talk to women who are killing it in their respective fields about how they landed their awe-inspiring jobs, exploring the peaks and pits, the failures and the wins, and most importantly the knowledge, advice and practical tips they’ve gleaned along the way.
This week we hear from Melbourne-based freelance creative and art director, Caroline Beard. Caroline first cut her teeth working as a graphic designer at Deloitte Digital, where she worked on briefs from clients including NAB, Telstra and PayPal Melbourne Fashion Festival. From there, she landed a role with Aesop Skincare as a graphic designer and art director, before working with Frank Body, Gloss Creative and most recently, Henne.
Caroline wears many hats throughout her day-today. “As an art director, you must combine strategic thinking with creativity,” she explains. “It’s not just about coming up with conceptual ideas. It’s about problem-solving, communicating clearly and evoking the emotions of a diverse group of people.”
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Fashion Journal: Hi Caroline! Tell us a little about who you are and what you do.
Caroline: I’m a freelance creative and art director. Before freelancing, I worked as the Art Director for Henne and as a Graphic Designer and Art Director for Aesop Skincare. My work spans creative direction, brand strategy, and art direction of film and stills, for editorial and commercial brand-led projects.
An art director is a storyteller, shaping a brand’s identity by defining its visual aesthetic and tone and leading a campaign or editorial from initial concept to final execution. My process involves research, strategy, visual direction and concepting, creative team building, pre-production, location scouting, casting, budget management, on-set direction and post-production editing.
Take us back to when you were first starting out. Did you study to get into your chosen field, or did you start with an internship and climb the ladder?
From a young age, I was always playing dress-ups and was captivated by the makeup at my dance concerts. I’d often dream of being a makeup artist. As I grew older, I was fascinated by the idea of storytelling through fashion and photography, which naturally led me to study a Bachelor of Communication Design at RMIT. There, I focused on creative direction and photography, learning how to craft narratives through imagery.
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I was fortunate to have incredibly supportive lecturers who took the time to mentor me and helped me land my first job as a graphic designer at Deloitte Digital. The role was sink or swim, throwing me into high-stakes corporate meetings with executives from companies like NAB and Telstra. It was intimidating but it pushed me to grow quickly. It was here I got my first taste of working in fashion through a runway project with PayPal Melbourne Fashion Festival.
After an intense interview process, I was fortunate to land a role as a designer and art director at Aesop. My time there was truly formative – this is where I directed my first campaigns and worked on large-scale installations. I had the privilege of working alongside incredible mentors who taught me the fundamentals of art direction and design, helping shape my vision and personal aesthetic.
I was exposed to inspiring projects, beautiful minimalist design and remarkable people, all of which fuelled my growth. During my time at Aesop, I had the opportunity to collaborate on projects with institutions like MONA (Museum of Old and New Art), QAGOMA (Queensland Art Gallery and Gallery of Modern Art), Unlimited Edition Seoul Art Book Fair, Cathay Pacific, The Paris Review and The Saturday Paper, which broadened my creative experience.
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Following an inspiring trip overseas, I decided to transition into freelancing, driven by my passion for the fashion industry and a desire to challenge myself. I entered the world of events with Gloss Creative, with the privilege of working alongside the inspiring Amanda Henderson and Jehanne Postma. From runway shows to large-scale events for clients like NGV, Mecca, and David Jones, I observed Gloss’ creative process, business acumen and storytelling abilities. During this time, my passion for fashion storytelling deepened. I worked on self-initiated editorials for publications like Fucking Young!, Teeth Magazine, To Be Magazine and Russh.
My journey continued with Henne, where freelancing turned into a full-time role. I instantly connected with co-founder Michelle Ring, where our creative visions for the brand perfectly aligned. I’m grateful for my experiences at Henne – from runway shows and opening a Sydney boutique to shooting campaigns in New Zealand and Italy. Every day was different, drawing on my diverse experiences in design, direction and events.
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Have you faced any challenges or hurdles in getting to where you are now?
Breaking into a competitive industry like art direction, particularly in Australia where the field was still emerging, was no easy feat. There are limited roles and the path to art direction still isn’t clear-cut. I quickly realised opportunities wouldn’t just come to me – I had to create them. I immersed myself in self-initiated editorial projects and leveraged graphic design-led work to attract clients, first earning their trust and then showcasing my evolving art direction skills.
Through perseverance, dedication and a bit of luck, doors slowly began to open. I was fortunate to form valuable connections with photographers, stylists and makeup artists who believed in my creative vision. These collaborations not only honed my skills but also allowed me to cultivate a distinctive approach to direction – knowing when to gently guide and when to step back, letting the team’s creativity take the lead.
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What do you want people to know about your industry?
As an art director, you must combine strategic thinking with creativity. It’s not just about coming up with conceptual ideas. It’s about problem-solving, communicating clearly and evoking the emotions of a diverse group of people. Working within creative teams means fostering an environment where everyone feels valued and motivated. It’s about communication, trust, collaboration and supporting each team member so they can deliver their best work.
What’s the best part about being an art director?
The best part of my role is seeing my vision come to life through collaboration. There’s something incredibly rewarding about sharing ideas with a talented team and watching them take shape. I’m lucky to work with people from diverse backgrounds – chefs, interior designers, artists, sculptors, florists, illustrators, furniture designers, choreographers, set designers, stylists, musicians and makeup artists.
Each person brings their own expertise and passion and I learn from the best in their fields every day. It’s inspiring to be surrounded by such creativity and to experience something new and exciting all the time.
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What would surprise people about your role?
What might surprise people about my role is just how much time is spent in preparation behind the scenes, especially in production. As an art director, a huge part of my job is planning, organising and researching to bring a creative vision to life. It’s a lot of coordination, emails and scouting. My camera roll is filled with thousands of images of the ‘perfect’ walls or street corners. You’re always collecting ideas, curating visuals and never truly ‘switching off’.
What skills have served you well in the fashion industry?
Being adaptable and open to new ideas is essential. As an art director, you can’t be wedded to your concepts. Flexibility and being able to embrace the strengths and ideas of your team often lead to the best results. Knowing when to step in and take control, while also allowing others to shine, creates a dynamic and collaborative atmosphere.
Balancing confidence with humility has helped me bring diverse ideas together, ensuring a cohesive vision while respecting individual creativity. Being resourceful is essential. Although it may seem obvious, building your personal library of resources, whether through books, films, visual diaries or a solid network of contacts, is one of your greatest assets.
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Building a creative community is also crucial. You never know how those connections and skills will benefit you in the future, or who might become a valuable collaborator down the line. Don’t be scared to get your hands dirty. In smaller teams with smaller budgets, you may find yourself doing everything from painting a backdrop to hunting down the perfect prop. It’s this mix of creativity, resourcefulness and curiosity that makes the role so exciting for me.
What advice would you give to someone who wants to be in a role like yours one day?
Embrace every opportunity, no matter how small it may seem. Each project, big or small, offers valuable lessons and a chance to build rapport and relationships. Focus on self-initiated projects to strengthen your portfolio, dedicating time to developing your unique visual language. Your perspective is your greatest asset. Share your work often, seek feedback from trusted sources and confidently showcase your vision.
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Create the type of work you want to attract from real clients. The act of sharing sparks new, unexpected concepts that lead to stronger results. Find your mentors. Reach out to those who inspire you even if it scares you. Work hard, stay dedicated and above all, be kind. Be ready for long hours, early mornings and late nights. In this role, you’re part of the creative journey from beginning to end.
What about a practical tip?
Overplan, research and pay attention to the small details. The success of a shoot lies in the preparation. When building your team, choose carefully. Never underestimate the importance of selecting the right photographer – they set the mood on set, influencing the entire team’s energy. Surround yourself with people who complement your vision and working style.
Keep up with Caroline here.
This article How I Got Here: Henne’s former Art Director on overplanning, research and attention to detail appeared first on Fashion Journal.
2025-02-25 04:30:00
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